Wix vs Shopify – Which is Best for Ecommerce?

December 7, 2018

6:01 am

Finding the right ecommerce platform for your business can seem like a daunting task, especially when all of them seem to offer the same features.

Shopify is one of the biggest ecommerce platforms on the market and Wix, while traditionally seen as a website builder also offers ecommerce functionality. So, can you get the best of both worlds with Wix? Or is it better to go with the ecommerce specialists?

We’ve put Wix and Shopify through our thorough testing process and have reviewed both of them separately. And, in this instance, we’ve found that Shopify is the superior ecommerce platform. In fact, it’s the best ecommerce platform on the market. Shopify has more in-depth sales features than Wix, especially when it comes to accounting and shipping. It also allows you to sell across more sales channels and has a level of depth as an ecommerce platform that Wix simply can’t match.

In this guide, we’ll tell you why Shopify should be your ecommerce platform of choice:

Wix vs Shopify: Head-to-Head

While Wix is traditionally thought of as a website builder rather than an ecommerce platform, it nonetheless performed decently well in our range of tests. It excelled in our ratings for design, functionality, and value for money.

Shopify, on the other hand, scores strongly across the board, especially in the sales features and ease of use categories.

Wix logo ThumbnailShopify logo thumbnail
Number of ecommerce templates7669
Cheapest Plan ($)$20$29
Most expensive plan ($)$35$299
Domain costFree for one year, paid annually$11 per year
Multi channel integration
Email marketingVia third-party app
24/7 support
Tech.Co Score4 stars4.5 stars
Get startedTry WixTry Shopify

Wix Review – Summary

Wix is best known as a website builder. However, Wix is also a capable ecommerce platform and is constantly improving its ecommerce and online store functionalities.

Wix is probably best suited to small, boutique online stores. When it comes to website design, Wix is really a class apart. It has loads of design features and allows for in-depth visual customization thanks to its straightforward what-you-see-is-what-you-get editor.

Wix has also recently developed tools for improved product management and marketing promotion tools. However, Wix can struggle with larger ecommerce operations, with no dedicated accounting tools. Wix also doesn’t offer any built-in support for bricks-and-mortar stores.

Want to know more? Read our full Wix review here.

Wix logo tiny Pros

  • Brilliant design options
  • Attractive pricing plans
  • Excellent help and support options

Wix logo tiny Cons 

  • Lacks some sales channels
  • Can’t change website template after publishing
  • Reporting and analytics could be better

Build Your Dream Online Store with Wix

Shopify Review – Summary

Shopify is the best ecommerce platform on the market. It has an unmatched set of sales and reporting features, including support for sales in bricks-and-mortar stores.

Shopify might not have the same level of design customization as Wix, but Shopify still gives you professional-looking websites designed specifically as online stores. This means you van focus on the job of selling products and making money, rather than fine-tweaking visual elements.

Shopify is perfect for ecommerce businesses operating at scale. You can use Shopify to track sales across loads of different sales channels — from social media sites to third-party markets such as Amazon and eBay. What’s more, Shopify’s powerful analytics and reporting tools make it easy to digest and understand all this sales information.

Find out more in our full Shopify review.

Shopify logo Pros

  • Excellent sales features
  • Brilliant product management and inventory
  • Impressive design options

Shopify logo Cons

  • Expensive compared to Wix
  • Some features are only found in paid-for apps
  • Charges transaction fees unless using Shopify Payments

Start Your Ecommerce Business with Shopify

Shopify logoShopify Supports More Sales Channels

Shopify lets you sell your products and services through loads of different sales channels. For example, you can sell through social media sites such as Instagram or Facebook, or global ecommerce sites such as eBay or Amazon.

All the sales information from the channels is managed by Shopify, meaning that you can keep track of stock levels, and analyze the sales performance on these different channels. Wix, on the other hand, only allows you to sell products through its online store templates.

Shopify logoShopify Has Better Product Inventory

Shopify makes it super easy to add to and manage the products you sell. For a start, you’re able to add new products in bulk, rather than one-by-one. This is helpful if you’ve got a new line of similar products, for example.

Shopify also has excellent product management features which make it easy to track and amend stock levels, as well as analyze the way customers interact with your products when they come to purchase them.

What’s more, many of Shopify’s built-in inventory features are only available for Wix through third-party apps, which can vary in quality.

Wix logo tinyWix Gives You More Creative Control

It should come as no surprise that Wix offers fantastic control over the design and style of your online storefront. It is, after all, a website builder first-and-foremost.

Wix offers 71 ecommerce specific website templates across a range of industries. In our user testing, all these templates scored highly for ease of use and design quality. You also have free rein to edit these templates with Wix’s intuitive drag-and-drop editor.

While Shopify does offer a number of strong templates, it can’t match the overall quality and scope of Wix’s.

Shopify logoWix logo tinyThey Both Have Large App Stores

Both Shopify and Wix have extensive app stores which let you augment the features available on both your online store and ecommerce platform.

However, it should be noted that most of Wix’s apps relate to the design aspects of your site, whereas Shopify’s will give you more complex sales features. One exception, though, is the Online Store app by Ecwid, which will give your Wix website the features to become a true ecommerce platform.

Shopify logoShopify Has Better Accounting Tools

Again, when it comes to the detail of ecommerce, Shopify wins out again. Its built-in invoice generator makes it super-easy to create invoices, but allows you the option to change and customize them without restraint.

Similarly, Shopify will automatically calculate the tax rates on your products. However, these automatic tax rates can be changed and customized, so you can ensure any quirks – such as state tax exemptions in the US, or VAT exempt items in Britain – don’t fall through the cracks. Any changes you make are applied to your online sales and any sales made with Shopify POS. If that’s not enough, Shopify also has a wide range of accounting apps available for installation.

Wix vs Shopify Pricing Comparison

On paper, Wix appears to be the better value option, with pricing plans starting from as little as $5 per month. However, we’re interested in Wix’s business plans, which start from a $20 per month basic package, and grant you access to Wix’s online store functions, as well as commission free sales.

The top two Wix business plans offer precious little in extra ecommerce functionality. Instead, most of the new tools focus around increasing the number of visitors to your site, rather than improving your accounting, for example.

Shopify, on the other hand, appears to be in a completely different league to Wix when it comes to pricing. Its plans start at $29 per month with Basic Shopify, while the Advanced Shopify plan costs $299 per month.

However, compared to Wix, you certainly get much more for your money with ecommerce features. For example, you’ll get access to the Shopify POS, which supports real-world selling, a range of customizable shipping rates, and even better reporting tools.

Wix Business BasicWix Business UnlimitedWix Business VIPShopify BasicShopifyShopify Advanced
Cost (paid monthly)$20$25$35$29$79$299
Cost (paid annually)N/AN/AN/A$312$852$3,192
Domain included
Staff accounts2515
Abandoned cart recovery
Gift cardsVia third-party appVia third-party appVia third-party app
Online credit card rates2.2% + 30c1.9% + 30c1.6% + 30c
In-person credit card rates1.7%1.6%1.5%
Point-of-sale support
Hardware peripheral support

The Verdict – Shopify is the Best Ecommerce Builder

Shopify is undoubtedly the better ecommerce platform. Wix can only really best Shopify when it comes to the design stakes, thanks to its range of great templates with loads of customization options.

When it comes to the actual process and detail of running an ecommerce website, Shopify wins hands down. It has more powerful sales features, fantastic accounting and reporting tools, and can even let you sell products in a bricks-and-mortar store.

Get Your Business Online With Shopify Today

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Tom Fogden is a writer for with a range of experience in the world of tech publishing. Tom covers everything from cybersecurity, to social media and website builders when he's not reviewing the latest phones, gadgets, or occasionally even technology books.